Pengaruh Social Media Endorsement terhadap Keputusan Pembelian Produk Modest Fashion melalui Mediasi Citra Merek Islami pada Pelanggan Konveksi Maura
DOI:
https://doi.org/10.59525/jess.2078Keywords:
social media endorsement; Islamic brand image; purchase decision; modest fashion; Konveksi MauraAbstract
Social media has reshaped how modest fashion products are promoted in Indonesia, including at the scale of local convection businesses that once relied mainly on conventional promotion. This study examines the effect of social media endorsement on purchase decisions for modest fashion products, with Islamic brand image serving as a mediating variable, among Konveksi Maura customers. Data were collected from 135 respondents through a survey and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results show that social media endorsement has a significant positive effect on Islamic brand image (β=0.647) and on purchase decision (β=0.284), Islamic brand image has a significant effect on purchase decision (β=0.536), and Islamic brand image partially mediates the relationship between social media endorsement and purchase decision (β=0.347). These findings confirm that Konveksi Maura's endorsement strategy needs to combine promotional appeal with a consistent representation of Islamic values to strengthen consumer purchase decisions.
References
Aisyah, N., Rahman, M. A., & Aisyah, S. (2021). Analisis Islamic Branding terhadap Keputusan Pembelian Kosmetik Wardah melalui Brand Awareness sebagai Mediasi pada Remaja Wanita di Kota Makassar. Jurnal Sipakalebbi, 5(2), 180-196.
Aqilah, A., Rahman, A. K. P., & Siregar, M. E. S. (2022). Pengaruh Celebrity Endorser dan Desain Produk terhadap Keputusan Pembelian Dimediasi oleh Citra Merek: Studi pada Konsumen Produk Fashion di DKI Jakarta. Jurnal Bisnis, Manajemen, dan Keuangan, 3(3), 723-737.
Fagustina. (2025). Influencer Credibility Matters: Efek Brand Image dan Parasocial Relationship pada Niat Beli Skincare Halal. BISNIS: Jurnal Bisnis dan Manajemen Islam, 13(1). https://doi.org/10.21043/bisnis.v13i1.34038
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Sage.
Kamuri, K. J., Manongga, I. R. A., Anabuni, A. U. T., & Riwu, Y. F. (2024). Muslim Fashion Style, Personal Branding, Trust and Purchase Decisions through Social Media. JBMP (Jurnal Bisnis, Manajemen dan Perbankan), 10(2), 125-135.
Kementerian Perindustrian Republik Indonesia. (2025). Kemenperin Optimistis RI Jadi Pemain Utama Industri Modest Fashion Global [Siaran pers]. BBSPJI Tekstil.
Kotler, P., & Armstrong, G. (2016). Principles of Marketing (16th ed.). Pearson.
Napitupulu, T. M., Tumbel, A. L., & Tawas, H. N. (2023). Minat Beli sebagai Pemediasi Pengaruh Brand Image dan Celebrity Endorser terhadap Keputusan Pembelian Produk Kosmetik Emina. Jurnal EMBA, 11(1), 1149-1159.
Novriyanti, R., Ali, S., & Adistya, D. (2025). The Role of Purchase Intention in Mediating Celebrity Endorser, Ewom, and Brand Image on Purchase Decision. Journal of Business Management and Economic Development, 3(2), 726-742.
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39-52.
Pemi, S. D., Prayetno, S., & Masrifah, I. (2026). Pengaruh Social Media Marketing, Citra Merek dan Word of Mouth terhadap Keputusan Pembelian pada Produk Kecantikan X. Jurnal Tadbir Peradaban, 6(1).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Imam Wahyudi
This work is licensed under a Creative Commons Attribution 4.0 International License.
